The outcome of most persuasive events is determined before you ever say a word. People may know how to sell, but most were never taught how to persuade. Persuasion expert Dave Lakhani breaks down the process into easy-to-use steps, teaching the listener not only how to persuade, but the biology and psychology behind it as well.
Persuasion is key to every aspect of sales, marketing, and negotiations. This audiobook reveals today's most effective persuasion techniques for business professionals, which can easily be applied to their personal lives as well.
Though the techniques are similar, Lakhani draws a hard line between persuasion and manipulation, with the primary distinction being intent. True persuasion is based in truth, honesty and inquisitiveness, and the ability to tell a powerful story and to meet the expectations of those one is trying to persuade. Good persuasion is a practiced art - so Lakhani gives the listener:
A map for the persuasive process
Persuasion tools and instructions for use
17 persuasion tactics to instantly persuade
The Persuasion Equation
The Six Tenets of Persuasion
Steps to becoming an expert in just 30 days
Quick Persuaders: tools to use every day
Citing the opinions of noted neuroscientists, psychologists, and influence professionals, and featuring examples of persuasion at work in sales, copywriting, advertising, negotiations, and personal interactions, this audiobook supports its theories and shows how to get a message through the electronic clutter facing decision-makers today.
The listener will learn to layer on tactic after tactic to methodically and effectively break down natural resistance, increase the emotions of acceptance and desire, and move the prospect to the right outcome: the outcome the listener desires.
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Quotes & Awards

“Dave Lakhani tells you everything you’ve just got to know about persuasion in this book. It is written provocatively, yet clearly. And it is sure to open your mind while enriching your bank account. I highly recommend it. Fasten your seatbelt when you read it. It takes you on a thrilling ride!”

Jay Conrad Levinson, author of the Guerrilla Marketing series

“Dave has exposed the secrets of the most powerful persuaders in the world. This book is a step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade. This book makes persuasion so easy and predictable that it may be the most dangerous persuasion book ever written … especially if it ends up in the hands of your competition.”

Mike Litman, CEO, Connect to Success, Inc.

“Dave Lakhani understands persuasion like few do and is able to break the process down so anyone can understand and use it. I highly recommend this book to anyone who hopes to improve their ability to sell, market, advertise, or negotiate.”

Chet Holmes, Fortune 500 superstrategist

“Man, talk about persuasive. Dave convinced me to read and review his book, and I don’t even like the guy.”

Blaine Parker, author of Million Dollar Mortgage Radio

“Too few books actually put into practice what they promote. Dave Lakhani breaks the mold with this satisfying, powerful read.”

John Klymshyn, author of Move the Sale Forward

Listener Reviews

" I can see how this book can be popular, but it is not my style. The author reminds me of a snake oil salesman. The author talks about only making friends who are in powerful positions and can help you. "

Briana | 9/22/2013

" A solid book of tips on how to persuade people. Explains the difference between persuasion and manipulation. Gets a little repetitive, but a good resource to have. "

Brian | 4/30/2013

" Lots of good information here, but a bit unaccesable to me since I listened to the audio version. I'll likely go back to this book sometime in the future. "

Ann | 7/21/2012

" Great for sales people. Great chapter on "gurudom" for anyone in business! "

Gabriel | 6/15/2010

" There is a lot of great material to pull form in this book, but overall it is very dry and analytical, which of course is ironic in a book about persuasion. You would think he would present his material in a more persuasive and compelling way. "

Rich | 2/7/2010

" Enjoyed this book, it gave some knights on tactics used in politics as well as strategies for everyday life. "

Matt | 12/12/2009

" Very good book on, you guessed it, persuasion. A step by step type book that explains what needs to be present in order to persuade and the difference between persuasion and manipulation. Quick listen on CD, good to have a notebook or journal while reading/listening. "

Matt | 10/23/2009

" Very good book on, you guessed it, persuasion. A step by step type book that explains what needs to be present in order to persuade and the difference between persuasion and manipulation. Quick listen on CD, good to have a notebook or journal while reading/listening.
"

Ann | 1/21/2009

" I can see how this book can be popular, but it is not my style. The author reminds me of a snake oil salesman. The author talks about only making friends who are in powerful positions and can help you.
"

Brian | 3/6/2008

" Lots of good information here, but a bit unaccesable to me since I listened to the audio version. I'll likely go back to this book sometime in the future.
"

About the Author

Dave Lakhani is the president of Bold Approach, Inc., a business acceleration consulting firm. A successful entrepreneur, he is a popular speaker on persuasion, influence, sales, marketing, rapid ideation, and business acceleration. He is the author of Persuasion: The Art of Getting What You Want, How to Sell When Nobody’s Buying (And How to Sell Even More When They Are), Power of An Hour: Business and Life Mastery in One Hour A Week, Subliminal Persuasion, and many others.

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